Summary

This tool builds the baseline for many journeys across the website.

Timeline of Activity

Activity Timeline

Overview of the reporting time frame within this analysis. Major milestones or changes will be added to the time line below as the site gains new or changed content.

Summary of Website Journeys

Top line Journey Results

All Journeys

All major journeys across the National Trust website areas.

Landing Pages

First pages of a user journey.

Device

Journeys from specfic devices or operating systems.

Commercial

Any journey that contains a commercial journey.

Top Level

Journeys from the home page onward to other significant areas of the website.

Property Pages

Journeys to a NT property page.

Discovery

Journeys categorised as a research or discovery journey.

Journeys in Detail

Journey Performance

Baseline Summary

Below is a summary of the website journeys looking at data from 2021-12-03 to 2022-05-29. This table is sorted by the difference between the baseline and the new site baseline difference percentage. Poor performing new journeys should come to the top.

Journey Name Baseline Visits New Site Visits Avg. % Visits Diff.
Members Area Entry 1703 586 -65.6
Shop Entry 4379 1533 -65.0
Commercial: Donate Checkout Steps 1-2 355 143 -59.7
Commercial: Shop Checkout Steps 1-4 416 205 -50.7
Shop: Any Shop Page to Step 1 996 506 -49.2
ALL Email 8251 4372 -47.0
ALL Shop 6298 3475 -44.8
Commercial: Holidays Checkout Steps 1-4 288 174 -39.6
Home to Shop 1395 923 -33.8
Holidays Entry 3235 2152 -33.5

Below is a summary of the total number of journeys which are higher or lower than their baseline.

Number of Journeys Higher or Lower than Baseline No. 
Lower 15
Higher 32

Journey Heatmap

Insights:

Anomaly Analysis By Journey

Below is the count of anomalies detected for each journey, this is sorted by the number detected in the post launch period. Journeys higher up this list will need more investigation than lower journeys.

Positive anomalies are where the visit data exceeded the upper boundary of the data window. Negative anomalies are where the visit data fell below the lower boundary of the data window. The Net value is an overall count of the anomalies: (Positive Anomalies - Negative Anomalies = Net).

Higher negative values for Net columns indicate the journey fell below the expected amounts for the journey. 1 Anomaly = 1 day where the data was above or below expectations.

Pre Launch Anomalies
Post Launch Anomalies
Journey Name Positive Negative Net Positive Negative Net
Home to Support 4 26 -22 0 33 -33
Home to Donate Form 1 11 -10 1 29 -28
Home to Art 1 26 -25 0 26 -26
Home to Shop 6 22 -16 2 25 -23
Home to Holidays 6 11 -5 1 15 -14
Shop: Any Shop Page to Step 1 3 10 -7 3 17 -14
Holidays Entry 5 3 2 2 15 -13
Home to Days Out 8 15 -7 2 15 -13
Home to Our Cause 2 15 -13 1 13 -12
Home to Search Results 7 13 -6 1 13 -12
Membership: Renew 5 23 -18 3 15 -12
Commercial: Shop Checkout Steps 1-4 2 10 -8 1 12 -11
Home to Join 7 12 -5 3 14 -11
Commercial: Membership Checkout Steps 1-4 4 9 -5 3 13 -10
Days Out to Property Page 6 15 -9 1 11 -10
Commercial: Holidays Checkout Steps 1-4 4 16 -12 1 10 -9
Days Out to Places Map 9 16 -7 3 12 -9
Holidays: Any Holidays Page to Step 1 6 17 -11 1 9 -8
Join Us Entry 5 13 -8 5 13 -8
Membership: Join Us 5 19 -14 3 11 -8
Homepage Entry 7 6 1 3 9 -6
Days Out to Places Search 9 11 -2 5 10 -5
Days Out Entry 6 7 -1 5 9 -4
Shop Entry 3 2 1 0 4 -4
Commercial: Donate Checkout Steps 1-2 2 4 -2 6 9 -3
ALL Desktop 5 1 4 3 4 -1
ALL Tablet 7 1 6 3 3 0
ALL Holidays 5 2 3 1 0 1
ALL Paid Social 4 0 4 2 1 1
ALL SEO 6 5 1 5 4 1
ALL Direct Traffic 1 0 1 8 6 2
ALL Email 5 1 4 2 0 2
ALL Main Site 7 3 4 5 3 2
ALL Natural Search 9 5 4 6 4 2
ALL New Visitors 6 4 2 6 4 2
ALL PPC 9 5 4 8 6 2
Members Area Entry 11 0 11 2 0 2
Property Page Seen 11 3 8 5 3 2
ALL Repeat Visitors 7 3 4 5 2 3
ALL Shop 6 4 2 4 1 3
ALL Social 3 2 1 6 2 4
ALL Visits 4 4 0 6 2 4
Commercial: Renew Checkout Steps 1-3 6 2 4 9 5 4
ALL Android 5 4 1 8 3 5
ALL Mobile 5 4 1 9 3 6
ALL Apple iOS 6 4 2 9 2 7
ALL Affiliates 2 1 1 19 10 9

Commercial Analysis

Membership

Insights:

Summary

## [1] "The lowest amount of Visits was 925 observed on 01 Mar."
## [1] "It was -57.1% less than the average of 2158."
## [1] "During this period, the amount of Visits peaked at 5224 on 15 Apr."
## [1] "The most recent spike in Visits increased notably on 08 May where a peak of 3134 Visits was observed. This was 1 Standard Deviation above the mean."

Funnels

Week on Week performance

Membership funnel completions through the journey.
Previous Week: 15-May to 21-May.
Last 7 Days: 22-May to 28-May.

Hover over for fallout details at each stage.

Week on Week performance

Membership funnel completions through the checkout journey, this variation includes the Join Us page prior to the start of the Membership funnel journey.
Previous Week: 15-May to 21-May.
Last 7 Days: 22-May to 28-May.

Hover over for fallout details at each stage.

Sales & Revenue

Metrics

Flows

Membership conversions by Channel. Start: 2022-05-22 to 2022-05-29.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 122.

Renewals

Insights:

Summary

Funnels

Week on Week performance

Renewal funnel completions through the journey.
Previous Week: 15-May to 21-May.
Last 7 Days: 22-May to 28-May.

Hover over for fallout details at each stage.

Week on Week performance

Renewal funnel completions through the checkout journey, this variation includes the Join or Renew page traffic prior to the start of the funnel journey.
Previous Week: 15-May to 21-May.
Last 7 Days: 22-May to 28-May.

Hover over for fallout details at each stage.

Sales & Revenue

Metrics

Flows

Renewals conversions by Channel. Start: 2022-05-22 to 2022-05-29.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 112.

Holidays

Insights:

Summary

Funnels

Week on Week performance

Holidays funnel completions through the journey.
Previous Week: 15-May to 21-May.
Last 7 Days: 22-May to 28-May.

Hover over for fallout details at each stage.

Week on Week performance

Holidays funnel completions through the checkout journey, this variation includes the any page in the Holidays section prior to the start of the funnel journey. Previous Week: 15-May to 21-May.
Last 7 Days: 22-May to 28-May.

Hover over for fallout details at each stage.

Sales & Revenue

Metrics

Flows

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 87.

Shop

Insights:

[Min] The lowest amount of Shop - Order Step 4 - Order Confirmation (Serialized) (ev182) was 15, which occurred on Feb. 3rd and was 84% less than the average of 92.

Summary

head(mtcars)
##                    mpg cyl disp  hp drat    wt  qsec vs am gear carb
## Mazda RX4         21.0   6  160 110 3.90 2.620 16.46  0  1    4    4
## Mazda RX4 Wag     21.0   6  160 110 3.90 2.875 17.02  0  1    4    4
## Datsun 710        22.8   4  108  93 3.85 2.320 18.61  1  1    4    1
## Hornet 4 Drive    21.4   6  258 110 3.08 3.215 19.44  1  0    3    1
## Hornet Sportabout 18.7   8  360 175 3.15 3.440 17.02  0  0    3    2
## Valiant           18.1   6  225 105 2.76 3.460 20.22  1  0    3    1

Funnels

Week on Week performance

Shop funnel completions through the checkout journey.
Previous Week: 15-May to 21-May.
Last 7 Days: 22-May to 28-May.

Hover over for fallout details at each stage.

Week on Week performance

Shop funnel completions through the checkout journey, this variation includes the any page in the Shop section prior to the start of the funnel journey. Previous Week: 15-May to 21-May.
Last 7 Days: 22-May to 28-May.

Hover over for fallout details at each stage.

Sales & Revenue

Here is the individual trends for each metric in the shop funnel.

Revenue:
Shop Orders:

Shop - Order Step 4 - Order Confirmation (Serialized) (ev182)

Metrics

Here is the individual trends for shop sales. Add Revenue events too.

Date Range Journey Name Step 1 Step 2 Step 3 Step 4 - Confirmation
2022-05-15 to 2022-05-21 Commercial: Shop Checkout Steps 1-4 883 643 646 572
2022-05-22 to 2022-05-28 Commercial: Shop Checkout Steps 1-4 827 619 617 557

Flows

Shop conversions by Channel. Start: 2022-05-22 to 2022-05-29.

Change Point

This plot shows the change in the mean visits through the funnel over the series.
Change point occurred on day: 19.

Anomaly Plots By Journey

Baseline Dates: 2021-12-03 to 2022-03-02. Launch Dated (Red Line): 2022-03-03 to 2022-05-31.

## [1] "This process took 1.47495884895325 minutes to run. "

Last Run Date: ‘01 June, 2022’